human centered design in sydney

HUMAN CENTERED DESIGN SYDNEY (HCDS) | ASSIGNMENT 4 - THE UGLY FRUIT CLUB

Human Centered Design Sydney

IDEO: HUMAN-CENTERED DESIGN COURSE 2016

Sarah Dixey

Eddie Cranswick

Hong Kim

Jacqui Sedaghat

FINAL PROTOTYPE


OUR DESIGN CHALLENGE

AMPLIFY CHALLENGE

3. How might we reduce food waste in our community?Between harvest and consumption, an estimated one-third of food spoils or gets thrown away. Post-harvest loss can occur anywhere along the value chain—storage, transport, processing, packaging, at-market, or at home. Consider how we might reduce food spoilage along the value chain, lessen the amount of food thrown away, or introduce new value to crops through processing or financial models.

As part of this design challenge, you and your team will design solutions to reduce food loss, with the added bonus of the Amplify program behind you. Find out more about what it’s like to take part in the Amplify challenge on the following page.

Inspiration phase


INTERVIEW GUIDE

Open General What are some broad questions you can ask to open the conversation and warm people up?

FARMER: Do you farm organic foods?

Why did you choose farming?

How long have you been a

farmer?

What is your family

background?

What do you farm?

What kind of volumes/

quantities of food do you grow?

Where are you located?

Who are your competitors?

What is your production

process like?

What is your supply method?

Who are you main customers?

Who are you in business with?

How do you learn your farming

techniques?

WASTE: Where is your biggest area of

waste?

What are the biggest issues

within waste?

Do you know your percentages

of waste?


INTERVIEW GUIDE

Then go deepWhat are some questions that can help you start to understand this person’s hopes, fears, and ambitions??

FARMER: What do you think of the future

of farming?

Are you concerned about the

future?

What is your biggest challenge?

What are your challenges at

harvest? Why?

What happens to the food you

can’t harvest? Why?

How do you feel about it? Why?

If you had an invincibility

coat how would you use it

to overcome your biggest

challenge?

WASTE: Where do you see the future of

waste?

What do you think are solutions

for waste?

Can you imagine a farm without

waste? Can you draw it for us?


RESEARCH People we spoke to:Jane Adams

National Representative Australian Farmers’ Markets

Association

Sarah Meacham Acting Eveleigh Farmers’ Markets Manager

Lisa Dainty Corporate Engagement Manager, Oz Harvest

(Australia’s leading food rescue charity)

Cameron Brook Marketing - Harris Farm markets


RESEARCH Places we visited:Eveleigh markets (flag ship Farmers’ Market in Australia):

• Holbrook Eggs

• Kurrawong Organics (vegetables)

• Morganics (garlic)

• Prickle Hill (prunes & preserves)

• Willowbrae Cheese

• Zavaglia’s Gourmet Produce

Oz Harvest headquarters

Harris Farm - Imperfect picks


RESEARCH What we found out:Eveleigh Markets: The consumers at interviewed welcomed the opportunity to:

• Obtain very fresh, high quality (organic) local food

• Learn about the growing and production practices as well as

inspiration for recipes

• Support the local community

• They also felt that they obtained better value for money.

Produce not sold on the day is typically sold at other markets

(possibly a Sunday market) or traded with other stall holders.

Interestingly, whilst there were some volunteers from Oz Harvest

present at the markets they were not offering a collection service

for leftover food.

‘ The main wastage in produce happens in the handling/distribution

rather than at the growing stage so the key is to improve these

practices or reduce the no. of stages.’ Farmer Brown – Grape & Fruit Grower


“......markets is committed to reducing food wastage in Australia. The problem is huge, with 25% of national production does not leave the farm gate largely due to imperfections”

// CAM BROOK - HARRIS FARM


Oz Harvest HQ

Eveleigh Farmers Markets Growers Stall

Harris Farms Imperfect Picks


Ideation phase:Synthesis

Insight statements


INSIGHT STATEMENTS

THEME 1

Appearance:• People don’t buy ugly fruit and vegetables because

they think there is something wrong with it.

• People are not prepared to pay as much for imperfect produce.

• Farmers aren’t able to sell imperfect food due to strict

legislation on appearance requirements.


INSIGHT STATEMENTS

THEME 2

Technology:• Farmers are using technology to monitor and create

the optimum growing conditions to produce the best

quality produce.

• People feel the benefits from having food that has

been optimised nutritionally using technology.

• Farmers might not know the technology available or be able to access technology to help with current farming methods.


INSIGHT STATEMENTS

THEME 3

Education:• We need education to improve general awareness

about the appearance and true quality of produce.

• People should be held accountable for personal food wastage.

• People need to better access to where food goes, as

too much food is going to the wrong place.

‘How might we’questions


HOW MIGHT WE?

Appearance:INSIGHT STATEMENT:

People are not prepared to pay as much for imperfect produce.

QUESTION:

How might we encourage consumers to look beyond the imperfections of the produce they are buying?

THEME 1


HOW MIGHT WE?

Technology:INSIGHT STATEMENT:

Farmers might not know the technology available or be able to

access technology to help with current farming methods.

QUESTION:

How might we share best agronomic practices amongst farming communities to reduce waste?

THEME 2


HOW MIGHT WE?

Education:INSIGHT STATEMENT:

People should be held accountable for personal food wastage.

QUESTION:

How might we engage consumers to reduce their waster?

THEME 3


Downloading learnings

Creating insight statements Generating ‘How might we’ questions?

Finding themes


Ideation phase:Prototyping


Grouping themes

Concepts

Veggie Survial Kit

Fruit Exposed

Ugly Fruit Club


Original idea: The Ugly Fruit Club


ORIGINAL IDEA

The Ugly Fruit Club:More than 20% of fruit and vegetables are lost during or post harvest. A significant proportion of this produce is rejected based on its appearance.

The Ugly Fruit Club is an initiative to reduce waste by selling produce that

might otherwise be classified as imperfect and therefore unfit for sale. Any

produce bearing the Ugly Fruit Club logo is fully guaranteed for quality and

available at reduced prices.

Ugly fruit and vegetables and products made from them (e.g. soups, sauces,

juices) will be sold in pop-up shops. Fruit and vegetables involved in the

program will be identified by the following logo.

Visitors to the pop-up shops will be invited to join a loyalty program where

they can accumulate points based on the amount of ugly or imperfect produce

they buy. This will give them eligibility to attend Ugly Fruit Club events eg.

family picnics, cooking events and market days as well as receiving further

discounts.

An ugly fruit and vegetables app will be created to support the club and loyalty

program. The app will incorporate a pop up shop location identifier as well as

providing general information and details of future events.

KEY THEME: Appearance

INSIGHT STATEMENT: People are not prepared to pay as much for imperfect produce.

QUESTION: How might we encourage consumers to look beyond the imperfections of the produce they are buying?


Storyboard


Concisely Describe the Person

You’re Designing For

Name: Jane

Age: 30

Occupation: Pre-school teacher

Other Characteristics:

Mother of 2 children and very health

conscious.

THE PERSON

Concisely Describe What Is Happening

Jane checks her Facebook news feed

and discovers the Ugly Fruit Pop Up

shop promotion. She is interested in the

idea of saving food waste.

AWARENESS

Step 1.


Jane notices the Pop up Shop having

seen the Facebook news feed and

goes in the shop to have a look. She is

interested in its new range of products

made from the produce and sees the

carrot and celery soup and purchases

some.

INITIAL PURCHASE

Step 2.


She takes the soup home and gives it to

her children who love it.

FIRST USE

Step 3.

STORYBOARD



Jane post’s a photo on Facebook of the

Ugly Fruit Club soup and gets 42 likes

from family and friends.

SHARING INFORMATION

Step 4.


Jane reads about the loyalty program

and events. She goes online to sign up.

Decides to attend a family picnic day

and invites her friends.

JOINING THE CLUB

Step 5.


Jane, her friends and their children

attend the picnic. They get given an

information pack with ugly fruit sticker

books for the kids, tea towels and

aprons for the mums.

ATTENDING EVENTS

Step 6.

STORYBOARD


Prototype


WHAT DID WE PROTOTYPE?


Jane checks her Facebook news feed

and discovers the Ugly Fruit Pop Up

shop promotion. She is interested in the

idea of saving food waste.

AWARENESS

Step 1.

WHAT QUESTION(S) WERE YOU TRYING TO ANSWER?

If you post a picture on social media promoting awareness of Ugly Fruit would

users be interested enough to find out more?

HOW MIGHT WE TEST IT?

Create a micro site one pager which details information about the Ugly Fruit

club to share some facts about the amount of waste, inform people of ways to

get involved - visit pop up shops, buy ugly fruit and attend events. Then share

the link on social media. Included in the micro site is survey to test out people’s

interest. This is to see if it is something people are interested in and if social

media is the best way for users to find out about the Ugly Fruit Club.


LANDING PAGE SURVEY


Implementation


SOCIAL MEDIA PROTOTYPE


SURVEY METRICS


FEEDBACK MOTIVATORS TO USE: ‘A lot of hard work goes into growing our nation’s produce.

I like the fact that with the program all fruits are given the chance

- don’t judge a book by its cover!’

‘We waste so much in society and for no reason other than

appearance. If it tastes good and is fresh why not use it.’

‘ Mainly because it helps reduce food waste and I love looking at

how strange some fruits and veggies sometimes turn out.’

BARRIERS TO USE: ‘ May not be as conveniently located as my local supermarket.’

‘How widely will be adapted? How will the big chain supermarkets

support this initiative? Those are a couple of my queries.’

‘ I get my ugly fruit at Harris Farm.’

‘ I would need to taste some more ugly fruit to convince myself that

it was good to eat.’


FEEDBACK What did you learn from testing your prototype? • Has broad appeal to wide demographic range.

• People like the idea but it is a very big idea and would need

significant investment.

• Might be an idea to partner with supermarkets/wholesalers

via joint venture.

‘ I would buy more ‘Ugly Fruit’ if Woolies for example provided a points incentive eg. Why not 2 points per dollar for ugly fruit?’


FEEDBACK What might you consider for future iterations? • A children’s version.

‘ The Ugly Fruit Club idea is cute and I am sure would work with kids if you made a kid version. There are so many ways to use seconds quality fruit and veg and make it more appealing than the Coles/ Woolies approach.’

• If all produce in the club is grown using organic methods

that can be leveraged.

‘I would like the idea even more if it was organic or no chemical food. I only buy organic. Otherwise I think reducing food waste is good, however is that for certain? Even beautiful looking food gets thrown out, so is the waste because we produce to much for local consumption?’

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